CAJ | 학술논문

依据中国零售企业商业模式创新理论框架,以河南胖东来商贸集团作为案例研究对象,采用规范性案例研究方法,即通过实地调研、深入访谈、二手资料分析与整理、数据编码等,探索了中国本土情境下百货商店的商业模式创新要素及创新路径,进一步完善了中国零售企业商业模式创新路径理论。研究发现：胖东来的商业模式创新是沿着“重要资源—关键流程—营销模式—顾客价值”由内到外的路径进行的,其中最为关键的创新要素是服务和无形资源中的人力资源和文化创新。
의거중국령수기업상업모식창신이론광가,이하남반동래상무집단작위안례연구대상,채용규범성안례연구방법,즉통과실지조연、심입방담、이수자료분석여정리、수거편마등,탐색료중국본토정경하백화상점적상업모식창신요소급창신로경,진일보완선료중국령수기업상업모식창신로경이론。연구발현：반동래적상업모식창신시연착“중요자원—관건류정—영소모식—고객개치”유내도외적로경진행적,기중최위관건적창신요소시복무화무형자원중적인력자원화문화창신。
This paper explores the key elements and paths for the business model innovation of Chinese department stores, and improves the theory of business model innovation path for China＇s retail enterprises. Based on the literature review and the theoretic framework of business model innovation for Chinese retail enterprises,it discusses the case of Henan Pang Dong Lai（PDL） Trade and Business Group through the field research,in-depth interview,secondary data analysis and data coding. Findings suggest that PDL features an inside-out business model innovation path comprising ＂critical resource--key process--marketing mode--customer value＂, and the most important elements are service and human re source and organization culture.